Shopping Center Business

MAY 2017

Shopping Center Business is the leading monthly business magazine for the retail real estate industry.

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RETAIL REVIEW 76 • SHOPPING CENTER BUSINESS • May 2017 tondo. "What we see is, as we've grown the food, the smoothies grow with it. We're not selling more food and less smoothies; the model hasn't changed to where now it's 60 percent food and 40 percent smoothies. It's still 40/60, but it's a much higher number. Smoothie is our drink. They don't want soda, they don't want tea — they want a smoothie with their lunch at Tropical Smoothie. That has re- ally elevated our sales: focus on the food, grow the food, and the smoothie comes with it." NEW LOOK & LAYOUT In addition to opening its 500th cafe in 2016, Tropical Smoothie began remodel- ing locations with the company's new "re- laxed coastal" design. The previous look had been bright and busy, an over-the-top tropical island theme with loud colors, Tiki huts, thatched roofs, Hawaiian shirts for the servers, and even a Jamaican-ac- cented voice on the answering service. "And it was great! It broke through and got us to where we were at that time," says Rotondo. "But then we really wanted to evolve and be a brand that is more elevat- ed. We went from this very heavy tropical island look to just a relaxed beach house anywhere by the water. Like a beachy Res- toration Hardware: the worn metal, the wood, a very organic feeling. We went from blue, purple and yellow tiles to just Showing more ingredients — and making more healthy foods readily available for purchase — was accomplished in the new store design.

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